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Brand pages deliver a quarter of Facebook news content, by Beki Winchel via prdaily.com
Roughly a quarter of Facebook news feed content comes from brands.
A Socialbakers study of more than 900 Facebook users and 100,000 pages revealed that 24 to 29 percent of posts in an average user’s news feed are from pages for organizations, celebrities or public figures.
The study also reported that brand managers pay for only 10 percent of pages’ posts, so roughly 3 percent of news feeds are sponsored posts.
This means content still reigns supreme; PR and marketing pros who create and share elements that capture fans’ attention will increase online interaction and views.
Though 49 percent of users left Facebook after viewing four posts, 15 percent stayed to view more than 20 posts. The average Facebook user will view 12 posts before going somewhere else.
The study also suggests there’s more online gold to be mined.
“These new insights show us that social media is still at the very beginning stages of its potential,” says Socialbaker’s founder and executive chairman, Jan Rezab.
Though more PR professionals have taken advantage of social media platforms through storytelling and brand journalism efforts, the Digital Age has also enhanced opportunities in media relations.
In June 2013, brands’ content received more “likes,” comments and shares on Facebook, but now media outlets and publishers receive nearly three times more interactions on content than brand pages do.
Journalists still look for good stories: Business Wire’s 2015 Media Survey revealed that more than 75 percent want breaking news in press releases and roughly 72 percent want story angles. Almost 69 percent look for supporting facts to a story and more than half want quotable sources.
Savvy PR pros offer valuable news and insights, but they also make sure their pitches and offers to help are relevant.
Nearly 60 percent of reporters said they want PR pros to research publications and beats more thoroughly, so that pitches are targeted to help them do their jobs. Nearly 40 percent said it’s helpful when communicators share their stories through social media channels.
Though sharing a reporter’s stories on social media will win you favor, take caution when pitching. Though nearly 18 percent said they like to receive pitches via Twitter, and almost 12 percent like pitches through LinkedIn, 74 percent don’t want to receive them through any social media channels.